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Ukrainian vapors are going to BAT.

Tobacco and vaping giant British American Tobacco (BAT) announced the recent launch of glo in the emerging market of Ukraine, according to stopru.com.

A heat-not-burn, battery-powered device, glo is marketed  as an alternative to smoking combustible cigarettes. It’s done by heating refillable sticks made with tobacco leaves. Glo refills look similar to traditional cigarettes.

On the platform of its one-device design and ability to heat more than 20 sticks on one charge, glo was built to be a sleeker and simpler device when compared to one of its biggest rivals, IQOS. Created by Phillip Morris International, IQOS was launched in the Russian territory in 2016.

“It’s one touch, one button,” said Hamish Norrie, a BAT marketing director. “It’s got a very easy-to-understand user interface. It’s easy to clean. Lastly, it’s very easy to carry.”

As a potential tool for smoking cessation, BAT also is eager to combat IQOS, which was the first smokeless tobacco alternative offered on the Ukrainian market. Over the past two years, with little competition, IQOS had been a popular product, according to stopru.com.

BAT officials apparently spent $2.5 billion and contend it can, when compared to combustible cigarettes, lower health risks of vapors by more than 90 percent, stopru.com reported.

Backing up BAT’s claim of relative low health risks as compared to traditional cigarettes, independent researcher Dr. Konstantinos Farsalinos revealed heat-not-burn devices deliver substantially lower levels of carbonyls. Utilizing a base of 5g of e-liquids, which equals about 20 cigarettes, Farsalinos released data indicating emitted carbonyls was lowered  92.2 percent to 99.8 percent.

Over the past year, BAT has developed footprints for glo in Japan and Korea.

Which country will go to BAT next?

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